Crafting MessagingFor Stakeholder EngagementSept 24, 2019

Agenda ● Introductions● Program

○ Defining stakeholders○ Why develop a collaborative

communications strategy?○ Talking about collaborative work○ Storytelling formulas○ Lessons from other collaboratives

● Questions

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Defining “stakeholders”

● Veterans, service members, family, caregivers, and survivors

● Veteran Service Organizations (VSOs)

● Military Service Organizations (MSOs)

● Benefits Providers● Educational Service

Providers/Organizations

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Defining “stakeholders”

● Employment Service Providers

● Financial Service Providers

● Healthcare Providers● Housing Services● Legal Services● Volunteer/Nonprofit

Organizations● Government

Representatives

Why develop a collaborative

comms strategy

● Guidance is necessary for purpose-driven, and on-message communications

● Layer and share communications resources● Increase your collective reach● Advance your collective cause

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Why develop a collaborative comms strategy?

● Website● Email (individual and marketing)● Social media (Facebook, Messenger, LinkedIn, Instagram,

Twitter, Pinterest, Medium, Tumblr, WhatsApp, YouTube, Snapchat, Medium )

● Traditional media● Printed collateral● Outreach messaging● ...And more!

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What’s included in “communications”

Stakeholder engagement

funnel

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See

Understand

Support

Champion

Act

● Your comms help move stakeholders to action

● Stakeholders make a decision or take an action to move between levels

● You have to make the call to action clear & compelling

● Desired action will vary based on stakeholder

Stakeholder Engagement FunnelTurn community members into collaborators

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● GOAL: Awareness (a.k.a. stakeholders see you)

● HOW:○ Social media○ Traditional media○ Business cards○ Outreach

● CALL TO ACTION:○ “Learn more…”○ “Get to know us…”○ “See how we…”

See

Understand

Support

Champion

Act

Stakeholder Engagement FunnelStakeholders see you

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● GOAL: Stakeholders understand issues & your work, give permission to stay in touch

● HOW:○ Website○ Blogs○ Outreach○ Forwarded emails

● CALL TO ACTION:○ “Keep in touch…”○ “Like/Follow our page...○ “Share…”

See

Understand

Support

Champion

Act

Stakeholder Engagement FunnelStakeholders understand you

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● GOAL: Build momentum from ideological support to action

● HOW:○ Create engaging content○ Engage with followers○ Email opportunities &

value-added content○ Build community

● CALL TO ACTION:○ “Volunteer…”○ “Donate…”○ “Join us…”

See

Understand

Support

Champion

Act

Stakeholder Engagement FunnelStakeholder support you

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● GOAL: Cultivate stakeholders into champions of collaboration

● HOW:○ Email nurture campaigns

that■ Illustrate impact■ Highlight potential

○ Thank you letters/certificates

● CALL TO ACTION:○ “Collaborate with us…”○ “Become a partner…”

See

Understand

Support

Champion

Act

Stakeholder Engagement FunnelStakeholders take action

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● GOAL: Champions buildawareness in their network

● HOW:○ Champions leverage

influence via networking, email, social media

○ Champions contribute content for blog, email, social & traditional media

● CALL TO ACTION:○ “Run for chairperson…”○ “Lead a committee…”

See

Understand

Support

Champion

Act

Stakeholder Engagement FunnelStakeholders champion your work

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Talking about your work

1) WhyWhy are you convening across sectors to solve a problem?

2) WhatWhat is the improved future that you envision?

3) HowHow does your collaborative intend to get there?

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Talking about your workStart with why

● You can’t message everyone with a single post / speech / email

● Demographic diversity

● Differentiate your message

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Considerations

● Ensure representation during the ideation and development process

● Inclusive representation can bust stereotypes

● Avoid pity

● Tell real-life stories (with permission)

● Celebrate “small wins”

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Equity in messaging development“Nothing about us without us”

Problem-based framing

● Fixing

● Problems

● Challenges

● Limited solutions

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Framing Asset-based vs problem-based

Asset-based framing

● Building together● Strengths

● Opportunities

● Infinite possibilities

Storytelling formulas

Before:

The world with X problem

After:

The world with X problem solved

Bridge:

This is how we get there

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Before - After - Bridge FormulaMake your stakeholders part of the solution

1) Why are you convening across sectors to solve a problem?

2) What is the improved future that you envision?

3) How does your collaborative intend to get there?

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Simon Sinek’s “Golden Circle”Start with “Why”

1) Incident - relate a personal experience

2) Action - share what you to solve or avoid a problem

3) Benefit - share the benefits of the action you took

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The Carnegie FormulaHow to win friends and influence stakeholders

1) Introduce your main character

2) Take the story to its lowest point

3) Conclude with a happy ending

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The “V” FormulaFrom columnist, storyteller, and playwright Dave Lieber

Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___.And ever since then, ___.

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The Story Spine FormulaA Pixar favorite from playwright Kenn Adams

Lessons from other collaboratives

“Focus on the ultimate goal you seek to achieve”● Strive started by talking about adults involved with the effort● Transitioned to talking about the kids:

○ “Better results in education for every child, every step of the way, cradle to career”

● Strive Partnership noted increased understanding and excitement following this shift

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Lessons from other collaborativesStrive Partnership, Cincinnati

“Don’t assume everyone understands or supports your cause”● You and your partners are informed and invested● Be prepared to share an entry-level introduction to what you do

“Just when you’re getting tired -- people are finally getting it so you have to double down”● Prepare to re-engage stakeholders● Progress updates

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Lessons from other collaborativesUnited Way of Greater Cincinnati

What questions do you have?